Orbit Gum: The 100-Watt Chew

A new Orbit gum print and outdoor campaign, from BBDO/Chicago, demonstrates the alleged whitening power of the product via lampshades. No drunken party required. "We want consumers to imagine how amazing the subject's smile is without actually s

Published on Dec 23, 2004

Editor's Pick

A new Orbit gum print and outdoor campaign, from BBDO/Chicago, demonstrates the alleged whitening power of the product via lampshades. No drunken party required. "We want consumers to imagine how amazing the subject's smile is without actually showing it," explains AD Frank Dattalo. "In the absence of a face, we created characters through casting, wardrobe and environments to give each ad personality and tell a story about the individual. Our target is the image conscious, with media bought heavily in fashion and beauty publications. The goal was to create an intrusive campaign that feels more like editorial." Shot by Nadav Kander (www.nadavkander.com), "each image was created using two shots